How often do you interact with fellow communicators on LinkedIn?
Though marketing and PR specialists recognize LinkedIn as the premier B2B social media platform, few spend substantial time networking there. More likely, they treat Linked in as online rolodex or a résumé posting service.
They tend to spend more time interacting on Twitter or even Facebook.
That’s unfortunate. LinkedIn says 50 percent of its users are more likely to buy from companies once they have engaged with the company on their social media channels.
Now, LinkedIn’s newsfeed has evolved to resemble Facebook’s newsfeed. It shows updates that its algorithm calculates will most interest viewers based on their contacts, past behavior and other factors.
Likewise, the algorithm determines how many people will view their updates. LinkedIn offers a way for B2B marketing and PR to reach a more business-oriented audience.
Though the LinkedIn newsfeed algorithm works much like the feeds of Facebook and other networks, it has some significant differences, internet marketer Joyce Grace writes in an article for Hootsuite. A better understanding of LinkedIn’s algorithm can help you promote content on the platform.
The LinkedIn algorithm sends content through several filters. After an initial computerized filter weeds out spam and low-quality content, it holds posts on the feed temporarily to measure engagement. It reviews the quality of the poster, the poster’s network and the post’s relevance and usefulness to the poster’s network. After that stage, humans review the post’s quality.
Experts offer these tips for getting LinkedIn updates in